bixel at fifth debuts, strange marketing ensues
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Yesterday was a new day for the City West district of Downtown as Bixel at Fifth, an apartment complex at... Bixel and Fifth... opened for move-ins.
At 80 or so units, the complex is facing a corner that's one part tree-lined avenue, another part post-industrial wasteland. Still, the area has been spurred on by the addition of both market-rate and affordable housing, new schools and the LA Center Studios.
So has Bixel at Fifth embraced the evolving nature of City West? Actually, they're choosing to rename it. More commonly associated with wealthy Westside homeowners' associations seeking a boost in property values (Beverlygrove?), the team over Apex Realty is now calling the area the "Studio District.”
That’s not inclusive enough of the whole neighborhood — I think angelenic readers can think of a better name to help them out.
I’ve already got a few: Bixshire Village (after Bixel and Wilshire, naturally), LAUSD Adjacent, and my favorite, Freeway West.
Got one of your own? Let us know in the comments!
-Fighting Democracy in Silver Lake, Bixel At Fifth Opens in New Neighborhood (Curbed LA)
-Bixel at Fifth (Official Site)
-construction coverage: city west round two (angelenic)
Bixel at Fifth Under Construction in March 2008
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17 comments
It’s so funny - when I talked to the Bixel at Fifth guy a few months ago, he was going through his schpeal and called it the Studio District without batting an eyelash. I live about 3 blocks away, and I was like… “where?”
These guys should just stick with City West, it’s already established. But for their little slither of neighborhood, if they need a new name - how about “Little Mexico”?
You’re funny Rich. How about Studio City West District?
That’s even funnier. How about Studio City Toluca West District? (funny if you know the Valley—anything within 5 miles of Toluca Lake has adopted the Toluca name)
how about who the hell cares district.
I drove by this place on the weekend. I was intrigued by the townhomes with backyards. I think downtown’s housing stock needs these options. Yes, Studio District is odd.
The whole area sits on a hill. I don’t know the name of it. But, that might be more descriptive. City West has always struck me as accurate, but lacking something.
Through the 50s or so area was called Crown Hill. That was the old neighborhood which was largely torn down. By calling it the “Studio District” they are hitching onto the Downtown Center Studios building on Bixel, which is odd because it is one single company that runs a soundstage and office building. Hardly a “district.”
But “City West” is a boring name too. We’ll see which one sticks.
Hmm, Crown Hill’s a pretty awesome name..
my favorite is freeway west as well. the boundaries can encompass all the developments along the west side of the 110 freeway, south of the 101 freeway, and north of the 10. but how far west does it extend?
crown hill is a pretty awesome name, especially considering prince’s club used to in that neighborhood. i spent a good chunk of the 90’s in that club. good times.
The western boundary for City West at Wilshire, is Witmer. Although that boundary jogs around to different streets when you move north and south.
Crown Hill - nice name. I’d live there!
The hill in Crown Hill is where Miguel Contreras Learning Complex is now, right? How far south did the neighborhood extend?
Some interesting backstory on Crown Hill: http://tinyurl.com/3zksef
LOL - “the oil district”!! Great find, Jason.
My understanding is that Crown Hill is that hill that comes up from 2nd Street, south to about 8th, and from about Beaudry west to the hospital, which is most of “City West.”
I had a friend who rented a place at Temple and Boyleston which still had a working oil rig in the backyard, as recently as 6 years ago. Once a month a truck came and emptied the storage tank of about $1,000 worth of crude. It kinda stank, though. A few years ago they took it out.
MacArthur Park East?
Ya…I didn’t think so either.
Several property owners have been floating the Studio District name for a couple years now - but this is the first time I have seen it used in print. As for Crown Hill - in 1986 an entire book by W. T. “Pat” Patterson was published about the community.
As for what should replace City West - my vote is the Crown Hill District (since not all of the current City West is on Crown Hill), but it’s a decision that community should make for itself.
Ah, but that begs the fundamental question in a liberal democracy. Who are the people?
The Militant would like to point out that “City West” is really the shortened form of “*Central* City West” which caught on with the CRA, the Downtown News and the like circa late ’80s-early ’90s when our last commercial real estate boom hit and doubled the size of our skyline. The City assumed the boom would continue and City West would be the next frontier in the expanding skyline. Pre-Staples Center, the new arena was originally envisioned to be in City West.
“Studio District?” Umm, there are other parts of the City with studios…places like, oh… STUDIO City, and some neighborhood 5 miles northwest of Downtown called Hollywood. You might have heard of that place sometime. And one studio makes not for an entire district.
The Militant digs “Crown Hill.” The Militant’s father may or may not have lived there for a time when he first arrived in this country.
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